Water Services Trust Fund

SOCIAL MARKETING UBSUP Social Marketing: Approach, Tools & Activities

The Social Marketing Team 18th July 2013 (Embu)

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people, place, product, price, participation, promotion, policy, programs, positioning, partnerships, poo, pee

UBSUP Social Marketing: Concept development

What is social marketing?

“Social Marketing is the process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.” (Pamela Mae, 2001)

“The design, implementation and control of programs aimed at increasing the acceptability of a social idea, or practice in one or more groups of target adopters.” (Kotler and Zaltman, 1971).

Note: Social marketing programmes use data provided by the target audience to set promotional objectives

The “Ps” of social marketing people, place, product, price, participation,

promotion, policy, programs, positioning, partnerships, pee (?), poo (?)

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UBSUP Social Marketing: Concept development

Why Social MARKETING?• Although toilets are subsidised, they will be sold to landlords, landladies

and householders

• UBSUP is a demand-driven programme!!

• Social marketing aims to increase demand for better (SafiSan) toilets

• There are different kinds of SafiSan toilets, people should get to know the differences between the toilets in (price, materials, etc.)

• Sanitation is not always a priority of landlords and their tenants. This means that awareness creation is part of social marketing

• People should know the risks related to poor sanitation and the importance of emptying, transport and treatment (the sanitation value chain); once more “awareness creation”

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UBSUP Social Marketing: Concept development

The developement of UBSUP’s social marketing objectives, concept & tools was guided by: • An in-depth qualitative study in 5 towns • A quantitative study in 11 towns • MajiData

These studies:– Gave us key information on what consumers know, believe in, do and

want – Enabled us to identify and focus on specific target groups/categories– Allowed us to identify the right media & develop messages that suit

target audiences– Helped us to prepare appropriate, attractive & motivating messages

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Marketing = Communication UBSUP’s communication strategies:

• Interpersonal communication training: Strengthen capacity of the Project Task Team, Social Animators and CBOs to reach potential latrine adopters and to market improved sanitation (toilets > emptying transport > treatment) and promote good hygiene practices

• Community-based media: Use local-level media (e.g. public address systems) and employ traditional, community-based entertainment artists (e.g. local folk singers, dramatists)

• Mass media: Build on existing policies and strengthen government and private-sector capacity for creative presentation of standardised messages

• Print media: Develop strategies using print media (e.g. billboards, posters), interpersonal support and other learning materials, manuals and programme guidelines

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UBSUP social marketing: From macro to micro

The right social marketing mixes: People, regions & levels.

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LevelNational WSP Town Area &

communityPlot &Household

Macro Macro Macro Meso Micro

ObjectiveAwareness TV & Radio

commercials

Awareness & sensitisation-

Sensitisation & marketingRoad shows,

Banners, Police Band

Marketing & sale-

Postors. Drama

groups, Social Animators

Sale, assembly & after care

KAP (1) Knowledge Knowledge & attitude

Attitude & practice

Practice (action)

Attitude & Practice

Focus of UBSUP’s Social Marketing:The provision of safe sanitation facilities will only improve people’s health if toilets are well used & maintained and people have good personal hygiene

Accordingly UBSUP’s social marketing strategy focuses on:• Triggering demand for improved sanitation• Increase improved hand washing practices• Encourage proper use & maintenance of toilets through awareness

creation & training• Encourage safe & proper disposal of human waste

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National-level Messages, Media & Activities:

• Radio & television messages (using local and national radio stations)

• Newspaper advertisements/announcements to create awareness about the UBSUP programme (targeting the general public & WSPs)

• T-shirts, baseball caps (etc.) to improve UBSUP’s visibility and trigger overall demand for improved sanitation and good hygiene and hand washing practices

Social Marketing: Levels of Intervention

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UBSUP Social Marketing: Levels of Intervention

Town & WSP-level activities:

• Road shows, police band with banners• Sanitation barazas (= public meetings)• Posters, billboards & banners• Brochures• Video presentations• TV & radio messages (using local radio stations)• T-shirts & baseball caps• SMS messaging• Visits to treatment works

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UBSUP Social Marketing: Levels of InterventionCommunity/area-based activities:

• Public announcements • Sanitation barazas • Posters, billboards & banners• Brochures & flyers• Presentations by local experts & opinion leaders• Drama group performances• Radio messages (using local radio stations)• T-shirts and baseball caps• SMS messaging• Visits to treatment works

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UBSUP Social marketing: Levels of intervention

Plot & household level community/area-based activities:

• House visit programmes (1st & 2nd visit)• Brochures & hand-outs• Manual for the Social Animators (Sanitation Marketers)• Manuals for the beneficiaries• T-shirts & caps (for the first 100 adopters of improved sanitation)• Hygiene promotion encourages people to adopt safer practices in the

household to prevent sanitation-related disease

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UBSUP Social marketing: Levels of intervention

Plot & household level community/area-based activities:

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UBSUP Social marketing: Social Animators

• Are managed by the Project Task Team (and member of the Task Team)• Participate in town & area level activities (Barazas, etc.)• Responsible for plot & household level marketing visits• Key roles/messages:

– 1. Create demand for improved sanitation (SafiSan Toilets)– 2. Promote good hand washing and hygiene practices– 3. Create awareness on the sanitation value chain

Making sure residents get to know the different SafiSan toilets, their advantages, costs, and where and how to get one

It’s about explaining the what, why, when, where and how

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UBSUP Social marketing: The target groupsThe following groups/categories will be given special attention:1. Householders2. Landlords & landladies (rights and responsibilities)3. Tenants (sanitation is a human right)4. Women5. Children (School wash)

“There is no such thing as selling to the general public” (Boffin, 2001; 58)

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UBSUP Social marketing: The target groupsThe following groups/categories will be given special attention:

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UBSUP Social marketing: 6 key messages

1. Access to adequate sanitation is a human right

2. Benefits of improved sanitation (better toilets)

3. Advantages of the SafiSan toilets

4. Importance of emptying, transport & decentralised treatment (if applicable)

5. The importance of hand washing especially after using the toilet (to kill germs & reduce the risk of diseases)

6. The importance of keeping the toilet clean and in good condition

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UBSUP Social marketing: The tools

1. The Social Animators Training Programme (2 – 2.5 days)

2. The Social Animators Handbook

3. The SafiSan toilets sales posters

4. SafiSan application forms

5. The other social marketing tools (posters, banners, etc.)

6. The SafiSan Baraza Show tools

7. The hand washing posters & comic book (for children)

8. The toilet use manual

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UBSUP Social marketing: The tools

A selection of the tools:

• Mascot, slogan, rider• Posters & banners • Brochures & manuals• Application forms• Social Animators Hand book• SafiSan song & skit• (Baraza) Programmes & public announcements• Data collection questionnaire to measure customer satisfaction • Messages for Chiefs, PHOs & opinion leaders for use in public meetings• Overall programme for community mobilisation• TV commercial (animation)• Baseball cap, t-shirt, sticker (for visibility)

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UBSUP Social marketing: The toolsUnder construction: • Manuals for the beneficiaries• Scale-model for demonstration • TV & radio advert• School WASH programme• Etc.

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Thank You!

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